Beauty has famously been a tricky arena for Amazon, due in part to counterfeit sellers and a less than luxurious shopping experience and interface. But in an attempt to become a more legitimate player in the luxury market, Amazon just launched their new Luxury Beauty section, which has a more approachable, Sephora-like design. It’s separated into five general categories: skincare, makeup, haircare, men’s grooming, and fragrance, and within each categories are elevated brands like Phyto, Oribe, and Smith & Cult. Plus, each product has detailed descriptions about not only the ingredients and how to use it, but also the brand, making it much easier to understand what you’re buying.

Call me a sucker, but I am absolutely blown away by the selection. The quality of brands, the selection, not to mention that all available for next-day shipping? Pretty incredible. Here’s a couple of the items we’re adding to our cart ASAP.

Elemis Pro-Collagen Cleansing Balm, $60

Elemis is one of the highest quality British brands around, but the products aren’t the easiest to locate, but they’re now available via Amazon Prime. And this balm is one of their most beloved products because it’s an expert at deeply cleaning skin and leaving behind a gorgeous, complex scent.

37 Actives High Performance Anti-Aging and Firming Serum, $175

Dr. Macrene wants to make botox obsolete, and she’s just the person that can do it (see her multiple Harvard genetics degrees). She created her 37 Actives line to significantly reduce wrinkles and lines at the same reduction as lasers and botox—yeah, it’s that incredible. It may be on the pricier side, but the amount of science and skill in each bottle is completely worth it (and they last for months). And this Amazon product is verified through her, guaranteeing the quality.

Phyto Phytopolleine Scalp Treatment, $40

This is one of my favorite treatments (healthy scalp means healthy hair!) for a clean, happy scalp, from one of the oldest, most beloved French hair brands. Just dot the product into your scalp, massage, let it sit for 20 minutes, and then shampoo your hair like normal.

Mason Pearson Hair Brush, $105

Speaking of OG British brands, this iconic hair brush is loved for its lifelong guarantee, and for actually making hair healthier, thanks to the distribution of natural oils while exfoliating the scalp and stimulating circulation to the hair follicles. An investment for sure, but it’ll last a lifetime.

Oribe Dry Texture Spray, $46

This spray is one of the greatest inventions for imparting cool-girl texture into blah, just-washed hair. Take advantage of that next-day shipping with one of the most respected brands in the industry. And Oribe’s product page is a great example of what Amazon is striving to do: They give easy-to-use comparisons on similar Oribe products, explaining how to use each product and in what order. It’s as organized and simplified as any other beauty site I’ve ever been on.

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